University of Vaasa
Creating meaningful futures
“Brandkind has shown a keen interest in understanding the motives, drivers and inner workings of the university while simultaneously being able to bring a more commercial mindset to our academic world.”
Hanna-Mari Soini
Director of Marketing and Communications
The University of Vaasa
The University of Vaasa is one of Finland’s leading universities where study and research is conducted in fields that hold the key to solving the challenges of today and tomorrow. It is also one of the country’s most internationally attractive universities.
Creativity means
a unique perspective
that leads to results.
Case 1
A brand narrative that communicates real purpose
A good brand story resonates with all relevant audiences across all media. It’s easier to connect with a brand when their story is strongly rooted in their reality.
CHALLENGE:
Aligning brand communications with strategy
The academic field in Finland is increasingly competitive, and to ensure future success finding and communicating a clear position is absolutely vital. Strategy development typically calls for new approaches to communications as well.
The University of Vaasa’s new strategy, which came hand-in-hand with several new appointments within its leadership, called for a significant leap in brand presence. The university needed to not only unify, but also to clarify and communicate the essence of their brand.
SOLUTION:
Identifying and communicating true meaning
To ensure the brand narrative of the University of Vaasa truly represented the organizations ambitions, operations and colourful personality, a comprehensive round of interviews with all key stakeholder groups was conducted. Amidst the vast amount of information and infinite number of opinions, one thing became abundantly clear. Across all the defined audiences the university provided personal meaning and signified the opportunity to fulfil one’s true potential through study, work or research.
This epiphany became the university’s new brand promise – Significant and meaningful – encompassing both the spirit and factual mission of the university. To tell the story and help deploy the strategy behind the brand refresh a film series was produced to communicate the new brand promise as well as the key themes of the new strategy.
RESULTS:
A story that truly resonates
The film series that efficiently communicates the new brand narrative and strategic approach have been received well across the board and circulated widely in social media. Engagement numbers and views across all platforms have been encouraging.
The new brand story collected and crystalized what the essence of the University of Vaasa already consisted of. The films have struck a delicate balance between emotionally engaging storytelling and the more factual style of communicating, which comes naturally to an academic entity like the University of Vaasa.
“Together with Brandkind we have been able to document, refine and bring to life those attributes that make the University of Vaasa who we are.”
1/1